Story design

Story design

“Don’t worry. Items will be sold!”

“The times have changed. Things rarely sell.” It’s a roar from all over the place.

Is it true?

Now, do consumers usually not open their wallets?

Masato Hosoya, the author of the book, who has been in charge of branding design for one of Japan’s leading companies such as P&G, Ajinomoto, and Otsuka Pharmaceutical, says, “It is half right and half wrong.”

They say that it is an era that does not sell simply by designing things.

It will be solve as much as possible if you approach it in a different way.

The measure he proposes is a “brand story.” Brand story, at first glance, is neither new nor special concept.

Readers who expect a great solution may feel bland.

Captivated not only related industries but also general readers and visited Korean readers across the sea.

It is time to listen to the new story told by the author, who has firm stubbornness and deep affection for the brand.

The brand story creates a good design.

The brand story shines right at this point.

Now, living people want to find meaning in their consumption activities.

It requires more knowledge and in-depth experience.

Therefore, companies have come to a point where they have to think about “how to make them buy again next time,” breaking away from the idea of “just being sold.”

  • Customers are more sensitive than the creator thinks to catch the context in the design.

Read the hidden story in the invisible place and take time to check if it fits your life and values. Therefore, immediate impulse purchases should not be induced.

It is important to slowly penetrate into the experiences and emotions of life and acquire them as a “fan of the brand itself.”

This is why all companies need to have a brand story.


Consumers are always Win

Marketing strategy to find a marketer

“Consumers are always the ones who win.”

Consumers Today, even respected business leaders are in great confusion.

This is because existing marketing strategies do not work and brand loyalty is falling.

Customers no longer believe in corporate messages. In addition, they complain that they are lagging behind in pursuing and applying new issues such as artificial intelligence and blockchain.

What caused this confusion? The author says that the cause lies in the attitude of practitioners and leaders who do not regard customers as one “human.” If you look at customers as “objects to purchase our products,” not as unique individuals, customers have no choice but to turn their backs on us.

There are no customers who want to be treated like that.

If you want to capture the hearts of customers, you should become a human brand that can sympathize with the situation and needs of customers.

The author even says, “Customers are our marketers.” If you don’t win the hearts of customers, there is no marketer, and the business that lost the marketer will eventually fall behind.

In “Human Brand Survives,” we look at what human universal attributes and desires are in order to obtain a powerful marketer called a customer.

This is because it will not change as time goes by. In addition, based on this, various marketing strategies are presented and various cases of human brands are solved.

Through this book, let’s find a marketing answer that can survive in a world where marketing does not work.


4P Marketing?

It is not actually affected by advertisements.

I pay for soap ten times more expensive than ivory because I believe in the vision of a local soap company founder.

For her, the founder’s vision is more important than products, prices, promotions, and distribution, which are often referred to as 4P of marketing.

What kind of absurd thing is happening?


This is not a new idea.

In fact, it is the oldest idea in marketing. From the bottom of our hearts, we knew that business was always about emotions and relationships.

We were just forgetting the fact.


We do not own a Consumers journey.

The consumer journey is own by the consumer.

The new marketing mission given to us is to help our customers lead the story of our brand or product into a whirlwind of conversation.

“The sense of belonging, the biggest curse of human beings”.

For us moving slowly but steadily toward a world without advertisements.

It is a story that helps, inspires, and delights.

Meaningful event that shows true care, sympathy, and connection with the community.

It is an emotional connection that shows that we understand everything.

This is Consumers marketing that helps us realize that we are not alone and feel a sense of belonging.

“I think it’s about making your customers partners in the process of building a brand and creating products, and even designing the future of your business, and that should be a new customer journey.”

Various brand examples help readers understand.

Through each case, including North Face, which becomes a fan of brand fans, Lulu Lemon.

Which is position as a local community rather than a store, Pepsi, Harley-Davidson, Yeti, and Pebst Blue Ribbon.

You can see how the brand was place in consumers’ minds.

In addition, the author proposes to examine the organization itself.

Brand needs to be more humane and sincere.

How companies should take an attitude beyond the individual marketer’s capabilities.

If you accept the changes that are taking place in the market through this book and redefine the role of marketers, you will be able to survive in an era when marketing does not work.


Name that you can write yourself.

Name that you can write yourself.

Starting products, services, naming companies,
It explains that start-up branding experts make it easy for anyone to follow!

Naming is about establishing the identity of a brand and creating a story

You want to share with the world through the brand.

People distinguish between companies and products by brand names. Good brand names even determine the success or failure of the business.

However, small companies and startups have a lot of trouble developing differentiated brand names. So this book guides the practical process of brand naming in an agile and systematic way to suit startups.

Anyone can easily name a commercial name by using the third stage of the “Memorable Brand Name”.  Development method created based on the author’s own successful start-up and abundant consulting experience.

It is particularly useful in naming English according to a fully globalized era.

He has solved all the author’s know-how in interviewing hundreds of companies for more than 10 years.


  • Businesses with cliche names cannot be differentiated!

  • A smart utility book that makes a successful brand name!


Everything has a name.

As people, objects, and spaces all have names, once a name is created. It remains for a long time and plays a significant role in building images.

Likewise, brand naming is the most basic means for customers to understand your brand. Communicate with you in a complex market system.

In particular, when starting a startup or creating a new brand, it is important enough to think about the brand name for the first time.

The market is already full of companies using similar names, and your competitors have more customers with original and sophisticated names.

People won’t remember the business unless your brand name reveals the meaning and experience of products and services. However, startup people are always busy.

The enormous cost of requesting naming from experts is also burdensome. Therefore, the author of this book proposes a method optimized for startups by incorporating a fast and systematic sprint approach into naming.

Based on decades of rich brand consulting experience, entrepreneurs and planners kindly explain where to start naming and how to get the best name through brainstorming to help you develop a competitive brand name.


  • The brand name that you can succeed if you just follow along!

  • Put tens of millions of won in a book for naming consulting!


The author has already created an ideal naming process optimized for busy companies based on Agile, Design Thinking, and Sprint, the most effective and well-known management methodologies in the startup industry.

The book is divided into two parts, covering how to create a brand name that will not be forgotten in the first part, the structure of the name, the power of persuasion of words, and how to show potential creativity.

It raises interest by introducing the story of the birth of brand names of famous companies such as Starbucks, Hagen-Dazs, and Rush.

Part 2 describes the effective step-by-step process of naming created by the author himself. Introducing the three-step process of creating a great brand name within two to four weeks with useful activities and tools, readers can follow step by step.

This stage consists of a planning stage for establishing a naming strategy, an entry stage for thinking of as many naming ideas as possible, and an optional stage for selecting a name that suits the brand well through testing.

All activities in the book create greater value when cooperating with others with you than when you do it alone.

If you follow the author’s ideas and guides, you will find yourself confident in creating your own brand name.

I hope this book helps you create a great brand!



  • Recently, I was in charge of naming and branding at a startup.

  • I thought it would have been better if I could meet this book sooner.

  • It’s a book that feels like a very kind textbook, and it makes you want to follow step by step at a time. I think I’ll open it again.

  • It is a very kind book that I learned while deciding on the name of a startup recently.

  • I recommend it to those who are indecisive like me and take a long time to choose one.


Branding strategy

Branding strategy and implementation.

  • Thoughts and advice on branding.

Branding strategy are many contents that introduce successful cases of branding, but it is not easy to refer to them and apply them according to my case.

What is branding? Why should we do that? Where should I start and how should I proceed?

What do we need for a successful branding?

Various questions and answers about branding that the branding director, who has implemented differentiated branding strategies through Naver, 29CM, and StyleShare, had while working.

Branding director.

He gained an eye and experience in branding and later joined 29CM as a branding director to oversee various company marketing activities and branding of 29CM.

It is a differentiated and memorable brand for the public, and in the same industry, it is a place that is strong and good at branding, steadily increasing the brand’s image and favorability and growing into a differentiated brand as it is now.

Since then, he has been a director of StyleShare branding and is currently focusing on branding of eyewear commerce brand rounds.

I am convinced that branding is not just an area of marketing, but an activity at all points of contact between brands and customers, and I am planning differentiated branding activities, ranging from various promotions to brand identity establishment and customer justice, brand campaign planning, and to include its experiences and thoughts in this book.

Inside Branding strategy

When the brand you are in charge of is known to people in a differentiated way and loved, you feel joy and reward.

In the end, my thoughts on what branding should create and what goals it should aim for are clear.

It’s not about making a hundred people, but about making one fan crazy about the brand.

Isn’t it better for 100 people to know?

I don’t think so. The influence of only one person who likes the brand enthusiastically and always uses the brand product.

Promotes it to others is much stronger than the 100 people who have heard it when asked about the brand’s name.

“Branding and branding strategy”.

In the end, my thoughts on what branding should create and what goals it should aim for are clear.

It’s not about making a hundred people, but about making one fan crazy about the brand. Isn’t it better for 100 people to know? I don’t think so.

The influence of only one person who likes the brand enthusiastically and always uses the brand product and promotes it to others is much stronger than the 100 people who have heard it when asked about the brand’s name.

“Question for Branding”.

When defining a brand’s identity, it is of paramount importance to understand the brand’s birth process.

If you look at how the brand started and how it started, you can even see the early appearance and mindset of the brand. In other words, you get to know the secret of birth.

“The Establishment of Brand Identity.

There is another part that people easily misunderstand, and the idea is that establishing brand identity is creating something completely new.

Brand identity is not a process of ignoring all existing things and creating new things. Rather, it can be the opposite.

Based on what the brand has accumulated so far, it is to find the value of the brand only and establish how or experience it will be delivered to users.

In the end, it can be said to be the definition of the brand’s ‘down’ appearance.


Thinking about the strengths of the brand I belong to and thinking about how to make it sharper, that’s what branding needs.

It’s okay if the strengths don’t come up right away.

If you look for it, there will definitely be something a little better than others. Let’s think about how to reinforce it.

What if you can’t find a strong point? If so, you should make something and raise it.

“Focusing on People’s Hearts”.

First, I thought about the role of app push messages. Is it an advertisement for those who agreed to receive marketing? Then, does their cell phone screen act as a billboards?

But my thoughts were different. I thought that the app push message was not just for advertising, but for the brand to communicate with customers.

I thought it would actually be possible to have emotional communication with customers.

Of course, we can’t hear the customer’s voice directly, but if we can convey our feelings to the customer and receive the customer’s message about it somehow, it seemed possible to communicate in both directions.

The idea that began with how to improve app push messages has expanded toward creating one small communication service.

“Habit that you need to plan a good brand.”

No matter what project you are working on, there is no connection to the service.

Therefore, even if you plan a project, it is important to experience the brand’s service through it. If there is no connection with the service, the project is a half-way project.

In order to recognize our brand and service through branding, we must keep in mind the connection with the service.

Branding strategy is not part of marketing.

If a brand is a sign that represents others and a symbol that distinguishes itself from others.

Branding refers to the progressive process of creating a brand.

  • Such as a name and symbol with an “ing” attached to it.
  • When the author, who is the branding director, meets with the representatives of various companies.
  • Listens to their concerns about branding, each person needs branding for various reasons.

Although people are highly aware of the product, it is difficult to make decisions when carrying out the branding strategy project.

Because they do not remember the brand of the company that made the product, or because they do not have concerns about the direction or brand quality the brand pursues.

  • For reasons such as wanting to be reborn as a brand loved by people by increasing the brand value.
  • Then, what is the role of branding? Most in the market think branding is part of marketing, but the author says that branding takes place at various points of contact where consumers directly or indirectly experience the brand beyond the area of marketing.
  • Therefore, anyone in charge of branding in a company should look back at the contacts customers meet with the brand and think about how to redesign and show them if not.

It is much more important to find answers to these concerns than to run a brand social media account and replace logo designs in the name of rebranding.

Brand mission and core experience.

– Criteria for all branding activities

The start of branding is to first establish who I am, that is, “brand identity,” which refers to the value that only the brand can give, and “core experiences” that must be delivered to customers through it.

This is because it serves as a reference point when conducting various branding activities such as campaigns and events.

In order to derive a branding strategy mission, I advise you to ask the following questions.


A small brand

A small brand.

“The era of big brands is gone.

This is the era of small brands.

Become a small brand that leaves traces in the universe!”

He’s the icon of innovation that has led numerous hit advertising campaigns.

The legend in the advertising industry with 20 consecutive wins and no losses in the presentation.

“As a person who has been doing branding and marketing for a big brand, It feels like dealing with the theme of “small brand” has become an apostle.

One day, I looked up and looked around, and the world was very different.

The existing method of growing a large brand is losing power.

Small brands have the opportunity to build their own territory.”


Table of Contents

  • Prologue 10

1. Let’s change the concept of success 26.

“It exists quietly on purpose”. #Tarabooks.

2. Let’s change the concept of size 34.

“Making “Just One” and “Well””. #Lolastar #SwedishDream.

3. Make Raport 42.

“Oh, look at this!” #Jeju beer #Object.

4. Believe in the power of non-commercial things. 48.

“Not attacking for the benefit of the moment”. #KCC SWITCHEN


5. Let’s leave traces in space 55.

“The size of your presence, not sales”. #AllBuzz.

6. Combine it with your lifestyle, 64.

“New needs are new opportunities”. #Runday #NaturalWine#BookPower Plant.

7. Make a path where there’s no path 71.

“Turn around and become a pioneer”. #NOMA #Chobani.

8. Trust the power of sincerity. 80.

“Stubbornly adhering to the rules”. #Guhaus Museum of Art.

9. “Long-term ripening” is the answer. 88!

“Become more specific by narrowing the competition area”. #Bae

Chulsoo’s music camp #Shimano.

10. From “For Me” to “For Us”. 1996.

“Mental satisfaction for consumers”. #IKEA #Earlsus.

11. Catch two rabbits. 102.

“Human’s multi-desire comes true”. #BeyondMeat #Unlimited#SkinnyPig.

12! Ask a question about what you’ve been doing. 110.

“It’s a new standard“. #AceHotel #GoodMorningSecurities.

13 Use the power of others 118.

“Looking for a brand to form a mental solidarity”. #Gompyo.

I need a company to grow a brand 14. 128.

“Brand’s words and actions match”. #NH Investment & Securities.

15. What you need to raise is influence. 133.

16. Express “Me”. 140.

“Consumers become the subject”. #KSTPY #NOTto.

17. Close the competition. 148.

Read the flow of 18 up, 154.

“Flexible response to lifestyle changes”. #Staypolio #Musinsa.

19. Do something special that you like. 162.

“Equipped with DNA that makes it special.” #DukkiTteokbokki#SeojeonStudio.

20 Define yourself anew 168.

“From a producer’s point of view to a consumer’s point of view”.

#Shreddy #Iriver #Samjin Fish Cake.

21.  Brand Community, 176.

“Building a brand with consumers”. #Glossy #Broodock.

Just go ahead of 2230 meters. 184 meters.

“You know the “time” part and move”. #Pulmuone #KUENZBucket#Renggo.

Make 23 news, 191.

“Commercials become news”. #SSGA #Tide.

24. Accept weaknesses 198.

“I won’t hide my problems”. #Prospects #HBAF #Marmite.

25! Don’t try to look cool. 206.

“Relax and be cool”. #Audi #fritz #MOVERWORKS.

26. Good name is leverage 214.

“Your name only helps”. #TwoHands Investment Advisory #Samho

Cooking and Muk.

27! One move at a time. 222!

“Is a long-term plan effective?” #IHATEMONDAY

28. In the end, it’s imagination. 232

Do you have 29 maps? 239

“Systematic brand road map”. #GolfMagazineKorea.

30 Wear something that suits you 246.

“Clothes that match your growth”. #Enex #Hite #Crafter.

31. Make the voice that the generation wants. 253.

“Your conviction”. #Nike.

32 Don’t do the right thing 261.

“A reckless challenge”. #PritzCola.

33 Brand that needs rehabilitation is 268.

“Revive your strengths”. #OldSpice #i-hope.

34. You’re the brand 276.

“Brand should be the leader, “The One”. #Mage #Deep-rootedTree.

35 Who is your competitor 284?

“Define your competitor from a different angle”. #GrowShare.

36 Will a fun commercial work? 292.

“Planning to hit a home run”. #SoftBank.

37 It’s discovery, not creation. 299

“Focus on the core values”. #WOONGJIN #Parada.E.C.E.




If you make only one iron well, it can become a world-class brand.’is the story I want to tell in this book.

Lapo is made centering on the product or service itself.

Make 45p Lapo Rapport.

Trust the power of non-commercial things.

I think this attitude is ‘a non-commercial act of commercial things’.

Sometimes I am asked to create a brand story. Brand stories are not created. You have to go through a process that can be a story to become a good brand. That’s the first condition of a sincere brand. 83p, believe in the power of sincerity.

There are quite a few small brands that have successfully started in one field with sincere technology. The problem is next. 137p. What needs to be raised is influence.

Something special that you like.

You should be able to write in one sentence why your product or service is special. And you have to be able to specify what the core DNA is that makes it special. 166p,

In existing marketing, people on the other side of the brand were called consumers, customers, or targets, and unilaterally sent messages and targeted. Now, we have to make them a member of the brand community and create a brand together. Create a 180p brand community.

Not being cool does not mean working poorly. It is about the attitude the brand should have. You have to act cool without revealing it on the outside. 211p. Don’t try to look cool.

Wear clothes that suit you.

The essence of a product or service must deepen. Packaging methods include the brand’s name, BI, and design of packages or products. You have to change into clothes that match the reality of your growth. 248p.

Most of what we think is right is ‘something that already exists’.

I think it’s right already exists and proven to work.

The right idea begins to lose its effect the moment it is duplicated. 264p. Don’t do the right thing.

I have time to interview the top decision maker if possible. Most of them find answers in the conversation In some cases, nothing can be found in the story of the highest decision maker. Most such brands do not have core value.

Book review.

Find a different way from a big brand.

The advertising market mainly focuses on large companies. The ability to pay huge advertising and media costs is something that only large companies with huge capital can dare to do.

Advertising planner who has worked at the center of the advertising market, declares. This market trend has already collapse.

People’s perspectives on brands, advertisements, and the world have diversified.

The number of consumers who unilaterally accept messages through advertisements is decreasing.

Now more and more consumers are finding and choosing “the right brand for me.”

They have grown large brands has lost power, small brands have grown in a different way.

Giving them an opportunity to build their own territory.

Small brands should not follow the way of large brands. present the way, the author explains how to win a small brand through 66 brands that are of interest now.

Which brand is small?

The concept of ‘small’ that the author refers to is not a concept of absolute size or scale. Persuade the reader to accept ‘small’ as a relative concept.

If a brand or company that has grown as quickly, as big as possible and as wide as possible is a big brand, a brand with the opposite concept of “slowly, little, narrow” can be called a “small brand.”

With the aim of growing in size, the era of all brands looking at one place and sprinting to the fullest is coming to an end.

Specific solutions.

Presenting 37 specific solutions for the growth of “depth,” the author exemplifies 66 brands he is currently paying attention to.

Among them, there are small global brands that the author has found to write the book, and there are large corporate brands that the author has been in charge of branding.

Even brands that have already grown and grown in size have found points to refer to in small brands. Cases that led the brand to success with a completely new perspective.

  • Change the concept of success and make your own adjective that can be the first place (Tarabooks)
  • By changing the concept of size, it will grow into the size of the brand in the perception of consumers, not the size of sales (Lolasta).
  • Create Lapo Rapport to make consumers love the essence of the brand (object).
  • Give consumers mental satisfaction (Earls Earth).

Brand Icons of innovation in the advertising industry.

The author proposes to break away from the existing marketing principles and take a new perspective according to the changes of the times.

  • Catch two rabbits to realize the multi-wants of humans expressed in the concept of “second character” (Beyond Meat)
  • Find a brand to form a “mental solidarity” using the power of others (Gompyo).
  • Let consumers express themselves with “me” (KTP).
  • Build a brand community with consumers (glossy)
  • Don’t hide the problem and accept weaknesses (HBAF)

These days, even advertisements on diversified media platforms are likely to be buried in the “click number war,” some ask questions that remind them of the nature of advertisements.
A fun commercial. Will it work? (Softbank)
Don’t do the right thing and enjoy reckless challenges.

The book is full of marketing insights poured out, an icon of innovation in the advertising industry.

The book contains sincere support for small brands in various categories appearing in the market and hoping to become the top in their respective fields.


Branding and marketing

Those who adapt to the changed times and environment need more stories from young practitioners who actually run their jobs.

I hope it will be the starting point for playing that role in branding and marketing.